Jaypore Partners with Shobitam: A Celebration of India's Artisanal Legacy

Jaypore, Aditya Birla Fashion and Retail Limited’s leading artisanal lifestyle brand, has joined hands with Shobitam, a renowned D2C ethnic fashion brand, to present a seamless blend of tradition and modernity. The collaboration introduces Shobitam’s signature offerings, including the popular ‘Shobitam Vidya Balan’ collections and handwoven pure silk sarees, to Jaypore’s retail stores and e-commerce platform.

This strategic partnership aligns perfectly with Jaypore’s mission of preserving India’s artisanal traditions while offering customers an unparalleled shopping experience. Speaking about the collaboration, Sooraj Bhat, CEO, Ethnic Business, ABFRL, highlighted, “This partnership elevates the narrative of India’s artisanal legacy on a global stage, combining Shobitam’s exceptional craftsmanship with Jaypore’s commitment to authenticity.”

Aparna Thyagarajan, Co-Founder of Shobitam, called the move a significant milestone, remarking, “This partnership takes Shobitam’s vision offline, enabling us to bring our exquisite collections to a wider audience through Jaypore’s premium retail and digital presence.”

Radhika Chhabra, Creative Head at Jaypore, added, “This collaboration is a celebration of India’s timeless craftsmanship. Together, we aim to connect our customers more deeply with the rich cultural heritage of India.”

The partnership’s ‘Store-in-Store’ experience at flagship locations—HSR Bangalore, Jubilee Hills Hyderabad, and Khan Market Delhi—features Shobitam’s sarees, showcasing crafts like Jamdani, Kanjivaram, Madhubani, Maheshwari, and more. These weaves honor India’s diverse textile heritage, blending intricate artistry with modern sensibilities.

The collections will also be available on www.jaypore.com, with plans to expand to more locations, ensuring that India’s rich artisanal traditions reach a broader audience.